In April 1986, the first batch of 100 cc Kinetic Honda scooters rolled out from its factory at Pirmpura in Madhya Pradesh on to Indian Roads. ©2020 Disruptive Advertising. . As the menace heightened, the tickle of people heading towards income tax offices turned into flood. And thankfully for Hero Honda, there were more people concerned about the rising cost of petrol than the bike’s ability to do ‘wheelies ‘or win a motor cross. This is a great way to get people in your store, and people might even share it on social media, too. In advertising, different creative strategies are used in order to obtain consumer attention and provoke shoppers to purchase or use a specific product. Content curation is a wonderful way to link to other sites and build relationships with industry peers while also saving yourself some work when you’re short on time or ideas. For this scheme the people at the counter were trained to deal, the people politely as soon as the declarant lands the counter. Hero Honda was launched in 1985 and was second 100 cc mo-bike launched after IND-Suzuki in 1984. She can be contacted at anagotter.com. Its use of reinforced plastic and its sleek compactness led to the misconception that it was light and flimsy, as compared to the solid, weighty look of the other scooters. The ground had been prepared before VDIS was formally launched. } Get users ready for it by teasing them with the new launch, making them wait for the full announcement. The creative brief is a plan for the tactical execution of the brand message. Doing by recall and the brand’s awareness, the spot can easily be called a success. That being said, they can’t be copied by your competitors and they’re incredibly valuable to your readers. Liguor category have a tremendous restriction on advertising and distribution. Here are a few ways to take advantage of that fact. Initially the company faced some problems in switching its production lines. 2. It was felt that the earlier ad campaigns had consumers pre disposed positively towards the brand but not many were actually buying it. It was decided that branding must be done and name VDIS should be popularized by saying as “VDIS stands not just for another amnesty scheme but a whole lot of other things besides”. The task was to convert the negative—low hang over – into a positive statement of benefit. Today, HHML oversees the operations of 109 such workshops in the country, and intends raising their number to 200 by 1996 end. And once you have their attention, you can use the video to tell your brand’s story, feature your products, or more. The complete components of creative strategy are the creative idea, usually, and the ad’s message content and its executional tactics, which together (in the media schedule) must achieve the brand’s communication … Other brands have also changed their base line labels and other aspects of their communication from to time. In 1987-88 (July-June), sales grew by an impressive 96 per cent to about 84,700 units. If one refused to stock a new brand, others followed suit and the brand didn’t stand a chance. They add a lot of credibility to your site, however, and your readers will love them. The following are illustrative examples of creative marketing. People support brands that they believe in. If advertisements, regardless online or offline, don’t catch your attention within seconds they are considered failed. creative strategy Statement of advertising goals, the target audiences, the intended creative propositions, and the means of expressing them in a particular advertisement or campaign. Marketers relied on push because pull for a brand could not be created through advertising. The market for Ginseng products is estimated at Rs. The marketing team held a number of live demonstrations at public places to remove misconceptions. In the early ’80’ one day cricket was rapidly growing in popularity. But, as ITC quickly discovered, it had gone over the top. The product has hardly made a dert in the very large two wheeler market of the north Research showed that reliability was the principal consumer concern in this market as distance covered were large and the small local mechanics were equipped to handle a sophisticated scooter like Kinetic Honda. Though the company said that it is a blend (tobacco sweetened with molasses), many believed that it is a brilliant subliminal message, if read fast, ‘I need you’. For many, tax evasion was no larger worthwhile: for concealing income has its cost too. For selecting the advertising agency, finance ministry invited nine ad agencies for strategy presentation within 15 minute time with the objective of “Getting people declare their incomes under the scheme”. The barriers that are encountered by most of the target market involve work and university demands which lead to a day-in day-out-repetitive nightmare. (Can you guess which one is National Hangover Day?). Though still competitive, it wasn’t enough to ‘ ensure profits. All these brands sell around one million cases or more per year. It’s easy to look at big viral campaigns and be both impressed and a little jealous. Hcl Copiers 3. Firstly, the brand had to be established before tackling each model’s specific market segment. The other message was that professional advertising can work wonders in the most unexpected situations. The agencies suggested to the government cannot and stick approach. Content Filtration 6. Mainly they highlighted the VDIS scheme as such and the basic facts about the amnesty scheme and the other things for example ‘Did you know that VDIS-97 is also open to those covered under section 139’ (Ad-A1, A2, A3, A4). The machine was ideal for those who sought a reliable copier but found current prices unaffordable. pack was introduced and by the August 95 the company had sold nearly Rs. To help you create an advertising and marketing business plan for your organization, here are some examples … Premium Riband got the thumbs down because the word ‘premium’ in India represents a whisky category which includes Peter Scot, Vintage and Royal Challenge. However, the low rate of break downs and replacements of parts, the company hoped, would compensate in a large way for this perceived disadvantage. In trying to endear itself to the new generation consumer, the brand distanced the more conservative smoker. Ashwagandha, a well – known Indian herb used as a restorative and tonic, was added to the formula lotion. The cricket sponsorships boosted brand sales considerably. Part of a Digital Strategy. In 1988, in the course of a customer care programme launched by HCL. lp: 'landing_page__c', It had an electronic start facility, which meant it could be started with the flick of button, with no kick required. 2 crore ‘we care’ eco-friendly campaign, handled by Maadhyam, an example of this. e.g. Moral- and ethnic-focused missions for brands are highly valued, so this is a good way to set yourself apart and brand yourself as an ethical, compassionate business. Success came quickly. Thus the line “the best has just begun” developed and thirty plus was offered to individuals over 30 with ‘the power to go’. Published: February 2016 As a Creative Marketing Agency in Newcastle, Urban River have always known and embraced the power of great marketing campaigns.We’ve pulled together our favourite list of the best creative marketing examples around, covering the full range video, web and print channels to show there’s always a place for great creative … The idea of contests is wonderful. Though the campaign did not have any negative impact on brand’s sales, ITC withdrew it and replaced it with something in between. A lot of content marketers don’t dive deep into case studies because they take a lot of time and research to compile. Though HCL was a statistical No 2, the gulf between it and modi Xerox was huge. The centerfold in movie magazine was sponsored and the star featured every month was called the movie Bagpiper discovery of the month. That isn’t easily possible in liquor because of the restrictions ,on advertising. Meanwhile several other brands started using gold as a predominant colour for visual appeal. The ad-line: ‘designed to excel’. Men in their 30s, 40s, and 50s were interviewed. $form.find('[name="' + field_name + '"]').val(window._src[field_name]).change() And it is common to all the elements of Bagpiper’s marketing and its biggest edge over its competitors in having consistent communication. (From Marketing.org) An … It state also what the government will do with the VDIS 97 tax money (Ad CI). No just fuel efficiency, which had all but worn out as a puller for young urban buyers by 1994, but something more. It was hard to sharply define the target audience since the disclosure. well researched and very helpful blog. Soon after, Kinetic Honda sales jumped appreciably. Earnings would come from a loyal consumer base which valued the brand so much as to pay a premium for it. High levels of creativity combined with a powerful strategy … 10 Creative Marketing Examples. You can see a full list of every ridiculous “holiday” that ever existed here. No one would have reacted to forty plus or fifty plus positively. Other scooter manufac­turers had minimal presence and almost all models were similar in characteristics and design. This will get you a ton of likes and help establish your brand identity. Bagpiper began sponsoring major hockey and football matches, horse races and other sporting events. All Rights Reserved. 11 crore. Slice of life visual showing the Gold Riband man getting into his maruti the morning after, on his way to work while his wife happily waves to him. css: "", The objective of advertising was not to over take modi xerox. Alpha Motor Co, a Bombay automobile testing firm, conducted a test of scooters called the Alpha Lap of India. The company describes him as “one who is or is on the path to being a social some body”. The greater confidence among the people, the certificates of declaration are to be issued without any delay. Looking for some unique storytelling examples you can use to inspire your strategy? An analysis of results revealed that awareness of HCL copiers even among the company customer base was abysmally low. This is an excellent compilation of tried and true methods. 1.8 crore was spent on advertising in the first year. But the long suffering TVS Suzuki was reviving up for a mighty come back. The late 70 and early 80’s witnessed some key changes into the consumer’s attitude as being exposed to the more carefree and westernized life style and the gold flake’s traditional positioning as Indian life style palling. It also had to have top – of – the – mind recall. } Do you know that cute kids eating pasta at your restaurant is going to get a million more likes (and potentially drive traffic) than just a single picture of the menu? 39,000, splendor is Rs. Thirty Plus made available in about 30,000 A-Class chemist outlets all over India. The rationale behind this even was to establish the scooter as a reliable one in the north Indian market. These influencers to cooperate. Names like Dhirubhai Ambani, Kabir Bedi, Jahangir Khan, Sunil Gavaskar and Jeetendra were considered. One was the founder’s club, where any owner of a Kinetic Honda could become a member and avail of the use of another Kinetic Honda in any Indian city where he travelled. Know that your audience loves Game of Thrones, so you want to add a spin to your campaign? 6 Places To Advertise That Aren’t Google or Facebook. According to the company, sales are picking up strongly, more so in the north. Image Guidelines 4. You can actually target their brand name as a keyword, so that your Google Ad pops up when someone searches for them. A small sign containing your social media handles, QR codes, and Google business links can do wonders for you. 9+ Marketing Strategy Business Plan Examples; How to Create a Startup Business Plan in 8 Easy Steps; This is where advertising and marketing business plans come in and assist businesses in their marketing endeavors. The Importance of a Creative Strategy. Both these had two stroke engines, which meant that they took more petrol, but performed better on speed acceleration and were better driven to rough handling. The effort paid off and CD 100 retained its no 1 slot in 1988-89, recording sales of over 74,000 units in the last three quarters of the financial year (this was when the company adjusted itself to the April-March accounting period). It depends on upon that person priorities and his environment in which he lives in. 2,5000-3,5000—middle to lower level executives plus self-employed businessmen. In this product market, therefore, it is the price performance ratio that determines brand choice. Use it to garner UGC and make sure that you attach the relevant hashtag to your post. The rest of the money can be used productively. 2 The Advertising Process Tactics Creative Execution Big Idea Advertising Strategy Message that advertiser gives to solve a communication related problem Is the idea that advertiser select for communicating the strategic message in a creative … In 1985-86, Doordarshan decreed that if the sponsor was a liquor company, its name could not be flashed on the TV screen. Though it was available in four regions of the country by the end of the first year, it took another year for CD 100 to go national. HHML Surveyed the scenario for the possibility of marketing superior 100 cc four – stroke mobike. It was the toughest test of scooter ever carried out in the country. There were also some print ads with the theme “Why should I give the government my hard earned?” I am not sure that my tax money will be used for. 1. So the brand went in for a near total image change. Terms of Service 7. It was advertised on life style and attempted to talk in the language of youth. Every day the days left were written to highlight the importance and to increase the fear appeal. Thirty plus Blue is expected to raise the market share further. Photo caption contests are a guaranteed way to get more engagement. The message was a show that earning money didn’t imply that evasion had to follow with little fear appeal. More specifically, PNCL was keen to enter the “regular” or “popular” segment which makes up 40 percent of the whisky market. In the meantime, a sales promotion scheme, promising a 3m scrub pad (worth Rs. 4. At around Rs. In 1984, the market for motorcycles was placed at around 1.9 lakhs per unit per year and 175 cc Rajdoot, 350 cc Enfield Bullet and 250 cc Yezdi which appealed to the consumer looking for power, thrill or both, to the one who needed plain conveyance, a scooter was the best option. In 1970 ITC lunched gold flake filter Kings in yellow and red pack with the logo ‘Honey dew’ Written on the underside of the oval. The options were: A young couple jogging early in the morning in a park, along with their dog. A consumer here gets to relax and observe, through a glass partition, the work being carried out on his mobike. For example, magnets were used to demonstrate that the scooter actually had a steel chassis beneath the plastic body. A comparative advertising was used. Advertising – Creative Implementation This entry was posted on February 1, 2012, in Advertising , Brian Monger , Free Marketing Articles , MAANZ International , Marketing Communication and tagged Advertising , Creative tactics , Emotional appeals , Informational/rational appeals , Marketing Communication … It was felt that its presence would immediately convey energising power to the Indian consumer. To date, the company defines its market as the evening entertainment segment. The only solution was to first educate the customer about the various features of the Kinetic Honda Advertising repeatedly addressed the various consumer misperceptions. Today, Kinetic Honda ads carry a base line which says: The future belongs to us. PNCL briefed its advertising agency (Oglivy and Mather). The programme, among other things, made it attractive for consumer to buy more than one product from HCL range— say PC-AT and EPABX system. 7.50 price off announced last year on every 5 kg. The broad objective of the campaign was “to propagate the culture of tax compliance,” and the subsidiary objectives were: 1. While CD 100 continues selling to the price conscious, splendor spares no effort in show casing it self as premium. 722 crore (in 1989-90) IMFL (Indian made foreign Liquor) market. In consonance with splender’s glittering image, the company set up automated repair work shops that operate with high-tech pneumatic tools. These were complete work shops by themselves, and could be spotted on routs which lacked a service centre for miles on end. Thirty plus aroused maximum interest among respondents, who admitted that they felt good asking for a product that measured them they were only over 30. Prospects responded and considered every other HCL product but when it came to copiers only Modi Xerox was considered. The core team was constituted of ten executives- five from each agency. Social feeds show that your business is active and getting plenty of social proof. On the minus side, the argument was that if the new whisky brand failed, It could have back lash on blue blue Riband. There are only 16,000 odd liquor out lets across the country. It might persuade Governments to use advertising more in public interest. ‘Celebrate the feeling’ replaced the ‘gracious people’, and the couples moves out door – to the beach, on a trendy dune- buggy, and dressed in T-shirts and shorts. On the other hand, the problem solution communication conveyed a bunch of benefits. Finally all pictures we have been displayed in this website will inspire you all. It was introduced in a faced manner and within just the first consumer resistance to a new brand and encourage trial. .”). In 1989 a series of ads were run with the head line “did you know”? As a follow up, audio cassettes of songs in different moods-romantic, sad, fun – picturised on the endorsing stars were given as gifts. The bigger the brand, the simpler the creative advertising. Worse still, for the new entrant, it is difficult to place his bets on product difference since the technology involved isn’t particularly high. detail: 'source_detail__c', The scheme was launched on July 1, 1997 with the multimedia campaign and the ads were kept simple. PPC advertising is a great place to get creative. The new attribute now was added as length with the slogan worth its length in gold and gold flake brand was portrayed as the brand to smoke for people mooring in the right social circles. today I’m the country’s highest income tax payer . This finding led to a line extension in August this year in the form of Thirty Plus blue. In the past few years, ITC has been concentrating on building signage. All the other ginseng brands promoted ethically, were well accepted by the medical profession and enjoyed good market shares. Storytelling is one of the best weapons in a marketer’s arsenal, and using a web series of any kind in conjunction with storytelling is exceptional. A market research agency was assigned the task of checking out whether. ‘Finesse 121’ was launched with the price Rs. } Check out a few great examples here, here, and here. Mean-while the company continued its efforts to establish the product as the most rugged scooter on Indian roads. VDIS was different in that it decimalized the process of tax evaders emerging into the open. Perhaps it’s by coming up with a better social media marketing strategy.. It now decided to launch a club soda and extend the Bagpiper brand equity to this product. if(window._src[f]) { In order to find some creative advertising inspiration, I decided to search the web for the best examples of … A weakness was that it cued inherited wealth, and passed down privileges were beginning to lose their place of pride. Coca Cola’s Share-A-Coke strategy. Advertising is not allowed and only licensed shops could sell liquor. 3,500 more expensive than CD 100 and boasts an ergonomically superior double cradle tabular frame. The company had to speed up conversions to gather that loyal base. Where they list the importance of marketing, we use an online dating parallel instead. Bagpiper entered the fray with the intention of becoming a brand rather than being just another whisky. The body was of reinforced plastic in bright colours. In the case of office automation, he is in effect making a business deal. // fieldMap will map the source data to the fields Your website and your branding are a great place to try some creative marketing. Develop a creative idea based on the selected ‘action spur’ Motivation Strategies ‘Utility’ Strategy: Advertising as a service – advertising that adds value by helping people achieve their goals (value = ability to meet my goal/cost (money, time, effort). Royal Ribond was rejected since PNCL already had Royal Reserve in the same whisky segment. An obvious name presented itself: the ‘Riband’ of blue Ribonds. CREATIVE STRATEGY Prepared By Nijaz N 2. if(window._src && window._da) { Express­ing awe, he nevertheless grudgingly asks for another one. The plus symbol in the logo reaffirmed the pharmaceutical image as well as the positive product benefits. Low pollution and relatively less maintenance costs, among others. don’t you dare tell me black money is necessary to do business … I used to sleep on pavements . (Ad C5) (Mithun . Every time the club soda was advertised, it had a rub-off effect on the whisky. Four Square King size was cheaper than Gold Flake but at the same time Gold Flake Filter Kings maintained its customers as the Four Square have upgraded smokers who found Gold Flake Filter Kings too light and expensive. Give yourself a creative but accurate job title, go all out on the design, whatever floats your boat, as long as it reflects your brand in an appropriate way. A practical product assessment, market definition, media analysis, and budgetary choices result in an excellent advertising … // mapping $form.find('[name="' + fieldMap[f] + '"]').val(window._src[f]).change() The former rode on beauty, the latter on power. One problem was that HCL was not even on the consideration list. The target segment was identified as: male, 25-46 years, with a house hold income of Rs. The examples are: 1. In the early 80s, it was Ashok Kumar, followed by Sanjeev Kumar and Pran. Monthly sales are averaging 3,000 tonnes, claims DCW HPL and rising, as against some 1,000 tonnes sold each month. With content marketing, more creative content usually does better. In 1991-92, Kinetic Honda was the only scooter company to have registered a sales growth of around 14 per cent, while all others have registered negative growth due to the industry wide recession. Habits in the north were well in grained while a south Indian family could always try out a new 2 kg pack. At one point, it even looked as though sleek would be forced to give in roll over and play dead before the superiority of Samurai. Since product, management had designed the product mix to address each market segment specifically, the biggest temptation was to follow suit with advertising. The red and gold packaging sought to convey exclusively and richness. Buffy is one of the first websites I remember seeing that uses testimonials to sell the product right on the homepage. A client recently had an event where customers could bring their dogs in for a free doggy popsicle while their owners enjoyed gelato, and it was the best attended event so far that garnered a ton of UGC. In this chapter, message strategy will be examined. Asking people to file their returns even if they don’t come under the taxable income bracket, 2. National Sister Day. Diplomat, faced with falling sales, changed its colour from clear to green and then again to clear. To get a distributor to stock a new brand was a major task. With the new product in place and the sales team ready, the problem was that of advertising. Although PNCL’S Blue Riband dominated this segment with as estimated 63 per cent share of the premium gin market, the white spirit segment made up only 4 per cent of the Rs. Thirty Plus 7. This was having least impact with the housewives who were more con­cerned with quality. An advertising strategy is a plan to reach and persuade a customer to buy a product or a service.Your strategies of advertising require creative thinking and testing.
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